The AX brand just screams hot young style-conscious men. Yet the store has a solid women's line. To crack the young female fashion biz, kbs+p focused on experiential marketing along AX's brand pillars: music, nightlife and fashion. "Summer Pool Party" was the theme for sites on Pandora that let users make playlists, contests on Lookbook and Polyvore that had thousands of women assembling ax outfits and a video series about up-and-coming (ax-clad) female djs. Thousands of women participated, thousands more commented and AX's Facebook page spiked an additional 36,000 likes.